I always said I was determined to own a truly global brand. I didn't buy Jimmy Choo just to have a couple of shoe shops in London, did I?
The reality is that I spent years in the factories in Italy when I first set up Jimmy Choo. Today, everyone who has a job at Jimmy Choo, I've done their job - right down to the cleaner.
[My consumer] is a combination of people who would have shopped with me when I was at Jimmy Choo and then also because of price point, there is a broader audience now that we can reach.
I tried to put direct to consumer through a wholesales channel - the industry was just not ready to adapt and change. The other issue I had was with Jimmy Choo.
I went back to the factories that I worked with at Jimmy Choo because they don't work for Jimmy Choo exclusively.
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